Strong Roots Continues the Air Fryer Revolution with Demand for Healthy, Plant-Based Snacks

Plant-based frozen food brand Strong Roots, owned by McCain Foods, has appointed creative agency Ruffle to launch a dedicated air fryer range.

AirBites, vegetable-packed bites, are optimised for the air fryer, ready from frozen in 10-12 minutes, and capitalise on the continued air fryer revolution and the demand for healthy, plant-based snacks.

This new engagement saw Ruffle taking on the strategy, creative and production for the launch campaign. The hero film, directed by Ginger Whippet Films’ Jamie Lane, which airs this from this week, pitches AirBites as a perfect post-gym snack, quick lunch when working from home or as an easy dinner for the kids.

Lizzie Threadgall, marketing manager UK & Ireland at Strong Roots said, “Strategically and creatively, Ruffle impressed the team, collaborating in an integrated way with our other agency partners to create standout work that continues to position Strong Roots as pioneers of the frozen, meat-free category.”

Neil van Ginsburg, CEO of Ruffle London said, “Strong Roots is an innovative business at heart and our entire team look forward to bringing their air-fryer-ready, vegetable-forward product range to new consumers.”

The multi-media campaign will run across VOD, OOH, social and digital in the UK and Ireland from this week until the end of June, with media planned and bought by Spark Foundry and Core.